Marketing Management (M240)
Graduate School of Business, Stanford University
Customer Analysis
Understanding customers (and disseminating the information) is the primary responsibility of marketing within the firm. Understanding the needs and wants of the customer (and the ways in which the customer goes about satisfying those needs and wants) makes it possible to create and sustain a relationship with the customer based on mutually beneficial exchange.
You must understand the decision-making unit (DMU) and the decision-making process (DMP).
The decision-making process is made up of the following steps:
- awareness
- information search
- evaluation
- choice
- post-purchase evaluation
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